On Friday, Snoop Dogg shocked the world by announcing he was "giving up smoke," an indication that the rapper and marijuana enthusiast was quitting smoking in a social media post.

For internet users who have been down this sort of road before, the vagueness and almost hyperbolic seriousness of Snoop's post had all the markings of a viral marketing ploy. As Snoop noticeably said he was "giving up smoke" not "giving up marijuana," many on social media surmised that the rapper was about to advertise a line of edibles or vaping products.

Those people were half right. This morning, the other shoe in the "Snoop quitting smoke" story dropped, and Snoop is indeed advertising something, only it's not marijuana-related at all. Instead, it's a smokeless stove.

I'm done with smoke. I'm going smokeless with @SoloStove. #ad pic.twitter.com/RwF8wnk1wp

— Snoop Dogg (@SnoopDogg) November 20, 2023

The marketing tactic seemingly worked, as social media had a lot to say about Snoop's follow-up tactic, though many were stunned that the product Snoop was advertising had nothing to do with THC and grateful that the rapper wasn't forsaking a key part of his identity.

Snoops personal blunt roller realising he still has a job https://t.co/4SHnW2mf0G pic.twitter.com/Y3qsv1eji3

— Muiz (@1AtThePinnacle) November 20, 2023

Snoop Dogg has indicated that he wants to cut back on his marijuana intake as he watches his grandkids grow older, but it seems that, for the time being, the world's most famous stoner will continue to do his thing.